An Introduction to Behavioral Economics Nick Wilkinson Behavioral economics is one of the most influential and dynamic areas in economics today. Applying insights from psychological science to economic models in order to better understand economic decision making, the behavioral perspective has provided important new ways for economists to understand why people make the choices they do. An Introduction to Behavioral Economicsprovides a comprehensive overview of the field that assumes only an intermediate-level undergraduate economics background, making it an ideal core textbook for advanced undergraduate or master's degree courses in behavioral economics or related subjects. As a single-author text, it provides an ideal "way in" to the subject and could serve as a useful jumping-off point for explorations in the original research itself. Nick Wilkinson is Associate Professor at Richmond, The American International University in London. He has taught economics in various international institutions in the UK and USA, and has worked in business management in both countries. He is also the author of Managerial Economics: A Problem-Solving Approach (Cambridge University Press, 2005).